Mr Arun Kondpalle started with explaining Consumer biases with examples from the industry and by asking analytical questions to the students for them to draw an understanding on how these consumer biases play a role in consumer-decision making. He, then moved on to explain the implications that these biases have on Market Research, Pricing, Segmentation and Promotion. He also explained the Gains vs Losses in the form of a concept of ‘Loss Aversion’ and ended his talk with an amusing example from his Vodafone days answering the question raised by one in the audience.